Australian Lingerie Retailer Honey Birdette Enters US Market

Honey Birdette is going global. The retailer is known for its premium lines of lingerie, bedroom accessories and women’s toys. Honey Birdette has created a new e-commerce site for the United States market. The move came in response to a 374 percent jump in US sales in just 12 months according to an article in The Industry published in April, 2017. This is the retailer’s second major international expansion effort. Honey Birdette opened three stores in the United Kingdom in 2016 markets. The retailer sells online in that country as well. The firm plans to expand to 40 stores in the UK by the end of 2018. There are currently 55 retail outlets in Australia.

Honey Birdette is the brainchild of Eloise Monaghan and Janelle Barboza. Barboza is no longer with the company, but Monaghan is currently Creative Director. Their goal was to create a positive, welcoming shopping experience for women seeking to purchase intimate apparel and related accessories. The Honey Birdette boutiques reflect this goal. For example, customers are served champagne while they shop. The result is a woman-centered experience that is comfortable for their female clients.

Honey Birdette was founded in 2006. In 2009 the fledgling company came to the attention of Australian billionaire retailer Brett Blundy. He offered to provide private investment capital to fuel expansion. BBRC, Blundy’s investment company, acquired controlling interest in Honey Birdette in 2011. It remains a privately held business. Future plans for Honey Birdette are ambitious. In addition to current growth efforts, the company is considering expanding into Europe, and it may also start opening boutiques in the US in the near future.